Mayan End of the World Headphones

DECEMBER 2012

To drive awareness and sales of SOL REPUBLIC headphones during the holiday season, I developed and executed a multi-stage, worldwide campaign that utilized Facebook, Twitter, Instagram and Pinterest. The theme of the campaign was a countdown to the Mayan end of the world and the main prize for participation was a custom Mayan headphone, designed by Bay Area artist Urban Aztec.

• Rebranded all channels to show a countdown to the Mayan end of the world, with daily chances to win the headphones
• Created a "Pin-to-Win" contest on Pinterest where followers we asked to pin items that they would take in their "bug-out bag" when the world ended
• On the day of (when the world was "supposed" to end, but didn't), I monitored channels and executed a giveaway of the headphones every hour, on the hour

The Urban Aztec headphone went on to become a top seller, with multiple iterations developed and released over the coming years.